Abstract
This article mainly discusses the important roles of literal translation and liberal translation in advertisement translation from their translation effects. And it gives us an idea that we should neither praise nor censsure either of them and we should adopt a correct method according to the concrete condictions to achieve a perfect translation effect.
Key words: literal translation; liberal translation; advertisement
摘 要
從直譯與意譯這兩種翻譯的`方法效果入手，系統論述了2者在廣告翻譯中所起到的重要作用，闡明瞭翻譯中不應該片面地褒貶其中任何1種，而應根據具體情況，採用正確的翻譯方法，才能達到信、達、雅的翻譯目的。
關鍵詞：直譯;意譯;廣告